Beck's rocks a new kind of street poster

Beck's rocks a new kind of street poster

Beer brand Beck's wasn't satisfied with the kind of street poster you see around New Zealand every day advertising the latest album or gig. So for New Zealand Music Month, happening throughout May, it's plastering about 100 playable posters at 60 sites around Auckland, Hamilton, Whangarei, Christchurch, Wellington, Napier, Hastings, Palmerston and Dunedin.

The posters use conductive ink, printed on the back of the graphic, which works with a processor to act as a capacitive touch screen to respond as people tap controls printed on the poster.

An electric speaker in the rear reverberates to turn the poster into an 80 watt speaker. There are 20 touch points and about 12 minutes of new music and audio.

The poster tech was by Novalia in the UK but hasn't been used commercially before.

The tracks played by the posters are commissioned from 10 Kiwi artists to celebrate Music month, with the posters launched in Auckland.

“The traditional street poster has been around for over 200 years and it was time for a rethink," says Simon Curran, creative director at ad agency Shine. "With the Beck’s Playable Posters, anyone can discover fantastic local talent, instantaneously, and in an unexpected setting. This technology is a genuine game changer for street posters."

Last year Beck's launched a playable beer bottle.